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It’s that time of year again! The Millennial Impact Report was released yesterday and straight from the rockstars at Achieve and JGA, it’s chock full o’ goodness once more. I encourage you to read the full report (and last year’s learnings) when you get a sec, but here are my biggest take aways. Also, I’m honored to join the official blogging team for MCON12 a virtual conference on engaging millennials. Read on and win your ticket!!
1. Update your toolkit, and your expectations
Most know that there’s no magic bullet tool to do anything, let alone engage millennials in your cause. But do you know which tool to use for which action? According to the results, most millennials are introduced to a cause by a peer or through social media, like to learn more about organizations via their website and interact with the organization most through email and Facebook on their smartphone. Keep in mind, the emails you’re sending to millennials MUST be mobile friendly and succinctly share the direct action you’d like them to take. Oh, and very, very few check-in when they visit a nonprofit (Foursquare less than Facebook).
2. The volunteer continuum
Millennials have a lot to offer and while busy, enjoy sharing their time. In the recent past, many organizations have created ‘young professional groups’ to mobilize millennials to work together and build a community of supporters to engage their peers. As it turns out, the report discovers a volunteer continuum that actually positions this group toward the end, rather than the beginning, of the continuum. It’s best to start with micro-volunteering opportunities (Retweeting, liking or true micro-tasks), then one-time volunteering, followed by group volunteering (with friends or coworkers) and culminating in leadership roles on committees or boards.
3. The ROI of engaging millennials
Organizations often dismiss any real value of engaging millennials because they don’t donate large amounts of money. If they do engage millennials, the thinking is that cultivating them now will result in loyal supporters in the future. Yet, we know how finicky millennials can be. According to the study, millennials provide the most value by raising funds from their family & friends, spreading the word (likely via social media) and volunteering at (or participating in) walks & runs.
Tell me what you found most revealing about the report (in the comments) and I’ll give one random commenter a free ticket to MCON12! ($125 value)!